How the Best Ads Work

Robert Heath

Robert Heath introduces this article on understanding advertising by claiming that so called 'stickiness' (a message that sticks in the memory) is what most as ad agencies crave for.

Understanding Advertising

How the best Ads Work

Robert Heath

In his fascinating book The Tipping Point1 Malcolm Gladwell introduces the idea of stickiness:

The hard part of communication is often figuring out how to make sure a message doesnt go in one ear and out the other. Stickiness means a message makes an impact. You cant get it out of your head. It sticks in your memory.

Stickiness is what most ad agencies and their clients crave above all things. The idea that a message can be implanted in the consumers brain so strongly that...

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